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2007 APHA Health Marketing Panel

Expanding the Public Health Toolkit with Health Marketing

Overall Session Learning Objectives:

  1. Participants will understand the relevance and potential of health marketing for public health organizations
  2. Participants will learn about the elements of the “marketing mix” that are seldom considered in public health and see how they can be leveraged for public heath impact
  3. Participants will become familiar with strategies for developing and evaluating health marketing programs
  4. Participants will appreciate how marketing’s focus on creating a favorable cost- benefit balance for individuals can result in favorable public health outcomes

Public health has a lot to gain by adding non-traditional elements of the marketing mix to its health communication efforts. This panel will discuss the importance of topics such as place, partnerships, program development and evaluation in public health marketing and explain their applicability in public health settings through examples. The application of marketing principles to improve public health and achieve greater health impact will be discussed from a variety of government and non-government perspectives.


Jay M. Bernhardt, PhD, MPH
National Center for Health Marketing
Coordinating Center for Health Information and Service
Centers for Disease Control and Prevention


A Brief Introduction to the Joys of Social Marketing ( Adobe Acrobat PDF Icon 753 KB)
Michael L. Rothschild, Ph.D., M.B.A.
Emeritus Professor
University of Wisconsin

Partnering with Popular Media to Reach Young People on AIDS and other Social Issues ( Adobe Acrobat PDF Icon 673 KB)
Tina Hoff
Vice President and Director
Entertainment Media Partnerships
Kaiser Family Foundation

Challenges of Evaluating Health Marketing Campaigns: A Look at SPOT THE BLOCK ( Adobe Acrobat PDF Icon 1.83 MB)
Marjorie Davidson, PhD
Director, Food Safety Education
U. S. Food and Drug Administration (FDA)
Center for Food Safety and Applied Nutrition

Changing places: Marketing health takes more than persuasion ( Adobe Acrobat PDF Icon 832 KB)
Robert J. Gould, PhD
Director of Brand/Culture Integration
Crispin Porter + Bogusky

Page last modified on January 8, 2008

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